The key market players adopted strategies such as expansions, acquisitions, mergers, agreements, partnerships, and new product launches to increase their market presence and revenue generation. The global players have established large distribution networks across the world and follow extensive cross-selling marketing strategies. These key players mainly focus on strengthening their market presence by establishing new production and distribution facilities in untapped and potential markets. The trend of using feed additives in feed to increase the feed conversion ratio by livestock, subsequently resulting in an increased production of animal-based products, has increased the competitive rivalry among the players.

Cargill (US) is a key market player, and its products are distributed globally. The primary strategy of Cargill is to offer products with high quality and better efficacy because of which it lays considerable emphasis on product innovation. Innovative science forms the basis of its PROMOTE range of additive products, and Cargill’s Animal Nutrition Innovation Centers are situated in several countries across the globe to provide tailored solutions for the nutritional requirements of animals. Recent attempts towards growth, both organically and inorganically, have been focused on strengthening its footprint in the geographies it operates in, gaining access to new markets, as well as strengthening its product portfolio. In September 2017, the animal feed and nutrition business of Cargill expanded its capabilities in Thailand by acquiring a poultry and swine feed producing feed mill in the Prachinburi province of Thailand which has the capacity to produce 72,000 MT of feed per year for swine and poultry customers in the Eastern and Northeastern areas of Thailand.

BASF (Germany) offers a considerable number of feed additive products that cater to a wide variety of farm and domestic animals. Feed additives are manufactured for various species such as aquaculture, ruminants, poultry, pets, and swine. Its animal nutrition products help farmers raise healthy animals, utilize feedlots with added efficiency, and enhance performance. The company spends a considerable amount of its revenue on research for the development and improvement of products and formulations. It recently launched a Vitamin A formulation for use in livestock and fish feed. In addition, the company launched a considerable number of products related to feed in the last five years and collaborated with Direvo Industrial Biotechnology to increase the production of enzymes for animal nutrition. In July 2017, BASF released a vitamin A formulation which acts as an alternative to ethoxyquin for use in livestock and fish feed. The reformulation move was encouraged by EU legislative developments.